본 연구에서는 덕평자연휴게소, 마장프리미엄휴게소, 망향휴게소를 방문하는 관광객을 대상으로 고속도로 휴게소의 테마공간에 대한 만족도가 휴게소에 대한 재방문의도와 추천의도에 미치는 영향을 실증 조사하고자 한다. 조사결과, 독특한 테마로 구성되어있는 ‘화장실’, ‘체험문화공간’, ‘식당’에 대한 만족도가 휴게소에 대한 재방문의도에 긍정적 영향을 미치고 있는 것으로 나타났으며, ‘화장실’과 ‘체험문화공간’은 휴게소에 대한 추천의도에도 긍정적 영향을 미치고 있는 것으로 조사되었다. 이는 고속도로 휴게소의 이색적인 테마공간, 특히 만족도가 가장 높은 테마화장실 조성을 통한 차별화 전략이 고객의 만족도를 제고시키고 긍정적 구전효과를 일으켜 휴게소 운영의 활성화 및 경쟁력을 강화시킬 수 있음을 시사하고 있다.

The purpose of this study was to investigate the influence of satisfaction with differentiated unique themed space at highway service areas on the intention to revisit and intention to recommend. The survey was conducted to tourists, who visited Dukpyung Eco Service Area, Majang Premium Service Area and Manghyang Service Area. A total of 283 surveys were used in the analysis of six specific spaces- ‘public toilet’, ‘restaurant’, ‘shopping mall’, ‘experiential·cultural space’, ‘trolly and surrounding park’, and ‘local food market’ The influence of satisfaction with differentiated unique themed space at highway service areas was examined by the effect relationship with intention to revisit and also intention to recommend. Main findings showed that satisfaction with differentiated unique ‘public toilet’, ‘experiential·cultural space’, ‘restaurant,’ affected intention to revisit the highway service area. Furthermore, differentiated unique ‘public toilet’ and ‘experiential·cultural space’ affected intention to recommend the highway service area. This implies that satisfaction with differentiated unique themed toilet at highway service areas gives a positive influence on improving customer’s overall satisfaction, getting positive word-of-mouth, and boosting the service area’s competitiveness.

1. 서론
 2. 이론적 배경
 3. 연구설계
 4. 실증분석
 5. 결론
 REFERENCES

• 오지은(한세대학교 국제관광학과) | Oh, Ji-Eun